Much of what we write in our work makes a case for doing something.

Within the APS, we ask for funding, people, time and authority. When we write for people outside the APS, we want them to take action: get a health check, vote or be alert to cybersecurity threats.

In both cases, we are making a persuasive argument for someone to do something.

A good persuasive argument has 3 parts. Each part has a different role, so you need all 3:

• facts and logic – the verified evidence that your argument is true
• emotional appeal – the human side of your argument
• credibility – why you are a trusted source of information.

Facts and logic

Part of being a public servant is giving considered, evidence-based advice. You must back your argument with quantitative or qualitative evidence. Be clear about the relevance and importance of your evidence, as well as how you collected it. Cite any sources you quote.

Emotional appeal

People are strongly influenced by stories about other people. Be sure to describe the impact on people. Explain the impact in terms of the benefits to them, or the human problem you want to solve.

Stories about people also have the most emotional power. This is why case studies are so important.

Credibility

Demonstrate your credibility rather than stating you should be trusted. Make sure your actions reflect your words. For example, if you’re trying to persuade people to write in a particular way, demonstrate it in your writing.

Show that you understand and respect readers’ values (see ‘Understand who you are writing for and why’).

Use active voice and first person (‘I’, ‘we’) to show you take responsibility for your statements (see ‘Active and passive voice’, ‘Relate to your readers’).

Definitions

An argument is a series of reasons and evidence put forward to:

• support a position
• convince others that the position has merit.

Quantitative evidence is found by counting and measuring. The typical output is numbers and graphs.

Qualitative evidence is found by observing and describing. The typical output is words and pictures.